A successful business can thrive with good PR. And if you wish to find a good PR company for your business, you need to go way beyond the basic criteria of friendship and instincts. Since public relations are about communication and steering the company towards realistic targets, you must consider a number or crucial and tangible issues.
The first tip is never to mistake PR as being handled by the firm - instead, it is a team-up between you and the PR company. It is your inputs that will provide the PR firm with direction. On your end, you need to provide the PR firm the most complete and accurate information possible, double-check information they provide you, and brainstorm with the firm for new ideas. Once both parties are able to cooperate on these things, PR could succeed.
The company must have worked for a business such as yours before or have at their fingertips the strategies they will employ to meet your PR objectives.
The PR firm's systems must be up-to-date, featuring all the latest communications and media technology.
Strategic and tactical support are two similar-sounding but very different things - the PR firm should have an accurate idea of how much of each you need.
Determine whether the staff deployed for your project has both experience as well as expertise. Find out about their successes and failures.
You also need to know if the PR firm is able to determine how to reach your target market and how to quantify their overall worth.
Study the proposals presented by them on your project and use your in depth knowledge of your business and the market to determine to what extent this will work.
If your plan has some loopholes in it, a good and honest PR firm will not be shy to tell you that it has to be fixed somehow. They know the ins and outs of their business and know what works and what does not.
Do not go with PR firms that simply meet with each other - the best ones will interact with you as both sides review each other's work and accomplishments to date.
Their contract should be free of any sneaky stuff hidden in the fine print. It is important that the contract be a case of black or white, no gray areas and a clear definition of responsibilities.
If the PR firm has had positive feedback, study this further. Your research skills come into play as you would use these to look through their case studies and see how they stand in the market and how efficient they could be.
The most apt definition of a PR relationship is that of the Counselors Academy of the Public Relations Society of America. According to them, this would be "a successful relationship between client and public relations firm or counselor has as a fundamental: a match of capabilities and needs, a 100% agreement on objectives, constant and instant accessibility, full information sharing, interaction at all levels, regular updates as well as progress review, and a clear contractual agreement."
The first tip is never to mistake PR as being handled by the firm - instead, it is a team-up between you and the PR company. It is your inputs that will provide the PR firm with direction. On your end, you need to provide the PR firm the most complete and accurate information possible, double-check information they provide you, and brainstorm with the firm for new ideas. Once both parties are able to cooperate on these things, PR could succeed.
The company must have worked for a business such as yours before or have at their fingertips the strategies they will employ to meet your PR objectives.
The PR firm's systems must be up-to-date, featuring all the latest communications and media technology.
Strategic and tactical support are two similar-sounding but very different things - the PR firm should have an accurate idea of how much of each you need.
Determine whether the staff deployed for your project has both experience as well as expertise. Find out about their successes and failures.
You also need to know if the PR firm is able to determine how to reach your target market and how to quantify their overall worth.
Study the proposals presented by them on your project and use your in depth knowledge of your business and the market to determine to what extent this will work.
If your plan has some loopholes in it, a good and honest PR firm will not be shy to tell you that it has to be fixed somehow. They know the ins and outs of their business and know what works and what does not.
Do not go with PR firms that simply meet with each other - the best ones will interact with you as both sides review each other's work and accomplishments to date.
Their contract should be free of any sneaky stuff hidden in the fine print. It is important that the contract be a case of black or white, no gray areas and a clear definition of responsibilities.
If the PR firm has had positive feedback, study this further. Your research skills come into play as you would use these to look through their case studies and see how they stand in the market and how efficient they could be.
The most apt definition of a PR relationship is that of the Counselors Academy of the Public Relations Society of America. According to them, this would be "a successful relationship between client and public relations firm or counselor has as a fundamental: a match of capabilities and needs, a 100% agreement on objectives, constant and instant accessibility, full information sharing, interaction at all levels, regular updates as well as progress review, and a clear contractual agreement."
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